BUSINESS-TO-BUSINESS MARKETING COURSE OUTLINE

Transcription

1 BUSINESS-TO-BUSINESS MARKETING COURSE OUTLINE PROF. DR. STEFANIE PALUCH School of Business and Economics TIME Research Area Contact: David Egbert OCTOBER 2016

2 1 COURSE OVERVIEW Course Name: Degree Programmes: Lecturer: Contact: Location and Time: Business-to-Business Marketing 1. Master BWL 2. Master Wirtschaftsingenieurwesen 3. Master Wirtschaftswissenschaften Prof. Dr. Stefanie Paluch David Egbert Lecture: Thursday, October 20 th am 2.00 pm; Thursday, November 3 th am 2.00 pm; Thursday, December 1 st am 6.00 pm Content Description: Buying behaviour and thus marketing in business-to-business (B2B) settings are in many ways different from business-toconsumer (B2C) settings. This module provides advanced marketing students with insights about marketing of industrial goods and services for business customers. In addition to fundamental aspects of B2B marketing (e.g., organizational buying behaviour), more recent developments - such as B2B communication via social media - will be covered. Participants will learn the specific aspects of applying marketing theories and designing marketing strategies in B2B settings. Contents of this module include: (1) fundamental characteristics of industrial marketing management, (2) organizational buying processes, (3) marketing research for industrial markets, and (4) the general and business type specific development of marketing activities and programs for industrial markets. Qualification Objectives: The module will provide participants with advanced knowledge about decision models, planning methods, and specific instruments of industrial marketing management. After the course, participants will (a) know the specificities of marketing in a business-to-business context, (b) be able to analyse organizational buying processes and to derive implications for marketing and sales approaches, (c) have the theoretical knowledge and practical insights on how to design and implement B2B marketing strategies for different business types, and (d) be able to independently design, carry out, and analyse research projects on B2B marketing topics. Course Examination: 1) Colloquium Case Study Presentation (50%) 2) Colloquium Presentation Case Study (50%) Participation Requirements: Group Size: Type of Teaching Event: Language: Credits: 5 Attendance Basic understanding of Marketing, solid command of English 40 participants (maximum) Lecture English Compulsory Attendance during the complete course

3 2 COURSE ORGANISATION The course familiarizes students with the marketing of industrial goods and services for business customers. Based on the taught fundamentals of business-to-business marketing, students will implement their knowledge and skills in a simulation game. From the viewpoint of an industrial holding company, the students are challenged to come to realistic decisions in daily business situations. The simulation scenario is that of a maturing/aging product market, in a hardening competitive environment, and where tight cost control is vital in maintaining or improving corporate value. Competitors can choose to invest in a number of product units such as Forklift Trucks, Farm Tractors, Bulldozers, or Excavators. At the beginning of the semester, the course comprises two all-day sessions. The sessions include a mixture of learning activities class discussions, lectures, case studies, group presentations, and exercises. 3 Schedule Lecture October 20 th am Introduction: A Business Marketing Perspective B am Organizational Buying Behaviour B am B2B Exercise (integrated lunch) B pm Case Study Prep B 301 November 3 rd am Managing B2B Products, Services and Innovation t.b.a am Business Marketing Communication t.b.a pm B2B Channel, Pricing and Supply Chain t.b.a. PAGE - 3-5

4 December 1 st am Introduction B am Case Study I B am Case Study II B am Case Study III B am Case Study IV B am Case Study V B pm Lunch Break (please bring your own lunch) B pm Case Study VI B pm Case Study VII B pm Case Study VIII B pm Course Recap B 301 PAGE - 4-5

5 4 Schedule Simulation Game The simulation game focuses on the manufacturing and marketing activities of an industrial holding company, operating in the road machinery sector. This is a perfect vehicle to explain the links between operating decisions and financial outcomes. Alternate strategic positioning will improve the participants chance of success, depending on the level of competition and competitors decisions. Understanding supply levels, supply & demand and market pricing will be critical to your success, as will control of inventories and cash flows. The simulation game will last 5 weeks, with two decisions each week. Every decision simulates an operative time span of three months. Simulation Game 1 27/10/ /11/ /11/ /11/ /12/ /12/2016 9:15 10:45 Kackertstraße 15, Room (Se 1) Introduction to the Simulation Game (I) Introduction to the Simulation Game (II) Finally, a full-day closing event will take place at January 12 th Each group will have to present their performance during the simulation game. The groups should analyze their company s status quo and reflect their decisions during the simulation game. The idea is to discuss main successes and failures in retrospect. 5 Group Assignment Each student will be assigned to a group typically consisting of three to five members, depending on the number of participants of the course. Within the simulation game, the groups will compete against each other and the results will (partly) determine the final grading. 6 Readings Michael D. Hutt; Thomas W. Speh. Business Marketing Management: B2B, EMEA Edition, 1st Edition ISBN-10: ISBN-13: Additional Reading Anderson, James C., James A. Narus, and Das Narayandas. Business Market Management: Understanding, Creating, and Delivering Value, 3rd ed. Upper Saddle River, NJ: Prentice Hall, Further reading material will be distributed in class. We hope you will enjoy the course and look forward to working with you! PAGE - 5-5